We asked Mauricio Vélez, a Colombian renowned photographer to coach consumers on how to achieve the best photographs with theirs smartphones about Travels, Food, Shopping and Entertainment. We asked the public share their photos with us, using the INSTAVISA hash tag. To get the campaign into full swing, we used email, social media, print and mobile to seed it out. People uploaded their photographs and encouraged their friends to vote for them. The best photos were chosen for display in a limited edition photo book with artistic contributions.

An album of memorable VISA experiences was selected to recognize the talent and passion of the people who contributed to INSTAVISA. This album was published in association with the biggest editorial media group, a partner who offered us their best titles: Semana, Jet Set, Fuchsia and Soho with more than 2 million readers, giving greater prominence to the consumer generated content.

The campaign was a snapping success. We not only doubled the average category interactions on Instagram but had FOUR times greater interaction;

• 2600 photos.

• 39,700 likes.

• Over 3,600 comments.

• Over 122,300 views.

And we placed VISA in the forefront of peoples most enjoyable moments

During the month of the campaign, Visa obtained a 6% growth in the total number of transactions, the equivalent to more than 30 million dollars.